Better to craft contagious talkable content than focus on influentials says Jonah Berger, assistant professor of marketing at Wharton, who studies what makes products and ideas viral or talk-worthy in the consumer marketplace. Using the acrostic ASPECTS, Berger explained how to engineer content to make it more talkable during the June 30th, 2011 UnitedInsightContagious Marketing event in New York City.